UNICEF BREAKS FIRST EVER CHRISTMAS CARD CAMPAIGN
By Adnews Staff
Toronto-based Unicef Canada is undertaking its first ever campaign for its Christmas cards this holiday season. The bilingual effort, created pro bono by Grey Worldwide of Toronto, is aiming to raise awareness of the availability of Unicef Christmas cards by directing consumers to visit the Unicef Web site (http://www.unicef.ca) or call a 1-800 number. One-third of the money collected each year by Unicef Canada comes from its Christmas cards. The campaign includes print, television, radio and Web advertising, direct mail postcards and posters. In one television spot, the line "What gives you a nice feeling at Christmas?" appears on screen. The letters then fade until only the word "Unicef" remains. Print and poster executions depict Christmas cards with messages including "This Christmas, give a mosquito net." or "This Christmas, give an artificial leg." Jerry Seligman, marketing director for Unicef Canada, said the national campaign is running until Christmas with a targeted media buy. The campaign is also expected to be adapted for four additional markets, including the UK and Brazil, for next Christmas. Media buying was handled by The Media Company of Toronto.